(Telecompaper) Comcast is in talks to buy DreamWorks Animation SKG for more than USD 3 billion, people familiar with the matter told the Wall Street Journal. The takeover will help its unit Uhiversal Pictures expand further in the lucrative animation and family entertainment market. DreamWorks is the maker of "Shrek," "Kung Fu Panda," and "Madagascar" movies, among others. Comcast would pay a substantial premium over DreamWorks' current USD 2.3 billion market value. DreamWorks has been seeking a buyer for several years. In 2014, it held talks with SoftBank and toy maker Hasbro. More recently it has held discussions with potential buyers in China, said people close to the company.